Meta Ads

One Meta campaign can show the same ad on Facebook, Instagram, Messenger, Threads, Audience Network and inside WhatsApp Status Jon Loomer, Dec 2025 CNBC, Jun 2025. For a repair shop, these apps are where many local drivers scroll every day. Before you spend money, three things must be clear: which tool you use, how your accounts are connected, and what you will really pay.

"Ad reach" is the number of people a platform says its ads can reach. It is not the same as monthly active users, and it can include duplicates. WhatsApp has no ad-reach figure here, but TÜİK's 2026 survey found that 90% of internet users aged 16–74 use it, the highest of any app DHA (TÜİK), Aug 2026.

Where your ads can appear

A placement is a spot inside an app where an ad can show, for example Instagram Reels or the Facebook Feed. Section 05 covers sizes and shapes for each one.

Business Suite, Ads Manager or Boost?

Meta gives you three ways to create ads. They share the same ad account, so a boosted post also shows up in Ads Manager reports.

Three more tools appear in this guide: Events Manager (where website data from the Pixel arrives), the Meta Ad Library (a public library of ads, facebook.com/ads/library) and Account Quality (facebook.com/accountquality, where you see policy problems and request reviews) Meta Transparency Center.

How the pieces connect

Set up the foundation (one time, about 1–2 hours)

The menu names below are as reported in 2025–2026. Meta tests new layouts on some accounts first, so look for the closest match if a label is missing.

1. Secure the people first.

   Every admin turns on two-factor authentication (2FA, a code from a phone app or SMS in addition to the password): Settings › Accounts Center › Password and security › Two-factor authentication. Add at least two trusted admins, for example the owner and the person who runs marketing, so one lost login does not lock you out. This is good practice; Meta's exact 2FA rules were not verified for this guide.

2. Create or confirm the business portfolio.

   Go to business.facebook.com › Settings (Ayarlar). Use the company's legal name. Add the Page, Instagram account, ad account, WhatsApp account and dataset (Pixel) under Accounts and Data sources.

3. Link Instagram and the Page.

   In Accounts Center, or in Page settings › Linked accounts.

4. Link WhatsApp.

   Page settings › Linked accounts › WhatsApp: enter the WhatsApp Business number and confirm the code. Or, in the WhatsApp Business app: Tools › Advertise on Facebook/Instagram WhatsApp Business.

5. Create the ad account in TRY.

   Choose currency TRY and time zone Europe/Istanbul. The currency is permanent for an ad account; changing it later means opening a new account Dijitarya, Jul 2026.

6. Add payment and tax details.

   Ads Manager › Billing & payments: add a company card, the company tax number (VKN, vergi kimlik numarası) and the legal address, so invoices go to the company. You can also set an account spending limit as a safety cap.

7. Give the smallest access people need.

   An agency should get the ad account and the Page, not full control of the portfolio. In 2024–2025 the role names were "Full control" and "Partial access"; the exact current labels are not confirmed. Agencies should connect through their own portfolio (partner access).

What you really pay when you advertise from Türkiye

Meta has offered TRY billing to Turkish advertisers since 2022. Your card is charged when spend reaches a billing threshold, which starts around $25 and rises in steps up to about $750; any balance left is charged at month end Dijitarya, Jul 2026. Invoices come from Meta in Ireland, so use a company Visa or Mastercard with online and international payments switched on; ask your bank if a charge is refused. If you choose manual payment instead, you load money into the account first and spending is taken from that balance; check under Billing & payments whether your account offers it Dijitarya, Jul 2026.

The tax number matters. When you enter your VKN, Meta does not add VAT Muhasebe News. If no VKN is entered, Meta treats you as a private consumer and puts 20% Turkish KDV on the invoice Dijitarya, Jul 2026. Ask your accountant how that invoice can be booked. With the VKN entered, three items change your real cost:

• KDV (VAT) 20%. You declare it yourself as sorumlu sıfatıyla KDV (VAT as the responsible party) on the 2 No'lu KDV Beyannamesi (VAT return no. 2) and deduct it on the regular return. For a VAT-registered company the net effect is usually zero İstanbul Mali Müşavirlik, 2026.
• Stopaj (withholding tax) 15%. Payments abroad for internet advertising carry 15% withholding under Presidential Decree 476 (2019), declared on the Muhtasar return. This is a real extra cost Dijitarya, Jul 2026.
• Meta location fee 5%. In March 2026 Meta announced "location fees" based on where the viewer is: Türkiye 5%, shown as a separate invoice line and not taken from your campaign budget Jon Loomer, Mar 2026. The start date for Türkiye, 1 July 2026, comes from a Turkish agency Bossy Digital, Jun 2026. Meta's own help page on the fee exists, but its text could not be read for this guide Meta Help Center.

Every Meta ad lives inside a three-level structure. If you choose the wrong settings at the top, Meta works hard for the wrong result, for example cheap likes when you wanted bookings. Jon Loomer puts it this way: "The objective itself does nothing… but it does assure you'll have access to the settings you need" Jon Loomer, Feb 2026. The real choice happens one level lower, in the ad set.

Two 2025 changes matter here. Meta's documentation no longer recommends a maximum of six ads per ad set, and up to 50 are allowed. Ad set budget sharing can now move up to 20% of the budget between ad sets, even when you set budgets at ad set level Jon Loomer, Dec 2025.

The six objectives

Since January 2024 new campaigns can only use these six objectives. The old "Store traffic" objective is no longer available Webtonic Adweek. The Turkish name for Leads, Potansiyel Müşteriler, is confirmed from Meta's Turkish text. The other Turkish names are translations; check them in your own account.

Which conversion locations each objective offers

The objective decides which conversion locations you can pick in the ad set, and the conversion location decides which performance goals appear. Jon Loomer counted 21 performance goals reachable through 71 combinations; the performance goal, not the objective, decides how Meta delivers the ad Jon Loomer, upd. Mar 2025. The map below shows only the combinations a repair shop is likely to use.

Pick an objective for your goal

Choose the goal that matters most to the shop right now. The tool shows the objective, the conversion location, the performance goal and the numbers to watch.

Picker content is based on Jon Loomer, Respond.io and Meta, as of 2026. Menu labels differ between accounts.

Advantage+ and budget settings (as of 2026)

Meta's own figures (not independent): in October 2025 Meta said Advantage+ leads campaigns were available globally and showed "14% lower cost per lead and 10% lower cost per qualified lead, on average" Social Media Today, Oct 2025.

Each time someone opens Instagram or Facebook, Meta runs an auction for the ad slots on that screen. Knowing how the auction works explains two things a shop owner sees: a small local ad can win against a big chain, and editing an ad set every day makes results worse.

The learning phase

Meta's documented rule of thumb is about 50 optimization events per ad set in 7 days. In 2024 Jon Loomer saw a temporary "10 events in 3 days" test, but "Meta's official documentation… still reflects 50 events in seven days" Jon Loomer, Jul 2024. In 2025, adding new ads often did not restart learning Jon Loomer, Dec 2025. You will often read that a budget change of "more than 20%" resets learning; that number comes from secondary sources and is not confirmed as an official threshold.

"Learning limited" is acceptable for a local shop. Exiting learning is a guideline, and Meta does not require it Jon Loomer, Mar 2026. Do not raise the budget only to leave learning. What matters is the cost per booking in your own records (Section 09).

Bid strategies

How to work with the auction

1. Launch with Highest volume.

   Leave the bid strategy on the default in the ad set or campaign budget settings.

2. Wait about 7 days before big decisions.

   Constant edits keep the ad set learning. Change ads and offers, not settings Jon Loomer, Feb 2026.

3. Improve the action rate with better ads.

   A clear local offer and a strong first second raise the chance that people act, which raises total value without raising the bid (Section 06).

For a repair shop the most important audience setting is geography: people who can drive to you. Meta's targeting changed a lot in 2025 and 2026. Most settings are now suggestions that Meta may go beyond, and only a few are strict controls Jon Loomer, Mar 2026.

Location and radius

Since 2023 Meta has a single location option: people "living in or recently in this location". You cannot target residents only Jon Loomer, upd. Mar 2025. When you pick a city or region, a box called Reach more people likely to respond (location expansion) may be ticked by default; untick it for a local shop Jon Loomer, Mar 2025. You can also drop a pin on the shop address and set a radius. Meta's Marketing API documentation gives a custom radius of 1 to 80 km (0.63 to 50 miles) around a pin Meta for Developers. Type the value in Ads Manager to check what your account accepts.

How big should the audience be?

While you set the radius, Ads Manager shows an estimated audience size (a range of people Meta thinks it can reach). For a shop that advertises every week, a bigger area is usually safer than a tiny one. In a small audience the same people see your ads again and again, so frequency rises, people stop reacting and costs go up (Section 06 explains this "ad fatigue"). If the estimate looks small, or frequency climbs fast after launch, widen the radius a little before you change anything else. Do not cut out neighbouring districts unless you are sure nobody from there comes to you.

Age, language and detailed targeting

• Age: set a minimum of 18 (or 20+) as a control. Leave the maximum and gender open.
• Language: target Turkish speakers by default. In tourist or expat districts, add English or Arabic ads as separate ads rather than separate targeting.
• Detailed targeting (interests and behaviours): mostly suggestions. You can no longer exclude people by interest. Meta began removing detailed-targeting exclusions in Ads Manager for new campaigns from 29 July 2024; existing campaigns and the API stopped honouring them on 31 January 2025 (the API change was announced on 21 January 2025). Meta's own test figure: campaigns without these exclusions had a 22.6% lower median cost per conversion Meta for Developers, Jan 2025 PPC Land, Jan 2025 Jon Loomer. You can still exclude custom audiences. Meta now offers account-level controls instead, for example excluding your employees or setting a minimum age for the whole account.

Custom audiences, lookalikes and value rules

Custom audiences are people who already know you: website visitors (from the Pixel), customer lists, Instagram or Facebook engagers, video viewers, people who opened a lead form, and WhatsApp or Messenger contacts. New in 2026: audience labels such as "Qualified leads" or "Disqualified leads" (rolling out to some accounts) and exclusion-only customer lists Jon Loomer, Jul 2026 Jon Loomer, Aug 2026. Lookalikes (people similar to a source audience) still exist but are mostly suggestions now.

Value rules (2025) let you keep the audience broad but tell Meta to bid more or less for certain ages, genders, locations, operating systems, placements, conversion locations and, from 2026, labelled custom audiences Jon Loomer, Mar 2026. Example: if form leads from people aged 65+ are cheap but rarely book, lower the bid for 65+ instead of excluding them.

The same ad appears in several shapes: a tall Reel, a feed post, a small square. If a key line such as the price or the deadline sits where the app puts its buttons, nobody sees it. Preparing two or three sizes takes an hour and protects the whole budget.

Shapes, sizes and lengths (as of October 2026)

Character guidance from Biddyco, Oct 2026. Jon Loomer's simple rule: square or 4:5 for feeds, 9:16 for Stories and Reels Jon Loomer, Feb 2026.

The safe zone in Stories and Reels

Advantage+ placements or manual placements?

Meta's AI can also crop or expand your creative for other placements (2025), and since July 2026 Advantage+ creative can offer copies of your own image with rewritten headline text on it, which you can unselect Jon Loomer, Jul 2026. Read any Turkish text Meta writes before you publish.

With a small radius, a few thousand local people see your ads again and again. The ad itself is the lever you control most: it changes the estimated action rate in the auction (Section 03). When results are poor, Jon Loomer's advice is to "start with the ads" before touching targeting Jon Loomer, Feb 2026.

Give Meta different ads, for example a video and an image with different angles, instead of ten near-copies. This idea is called creative diversification. For a beginner, two ads (one video, one image) with up to five primary texts and five headlines are enough Jon Loomer, Feb 2026.

Seven creative angles a shop can film with a phone

An angle is the main idea an ad uses to make someone care. Different angles reach different people, so your two to five ads should use different angles, not the same idea with new colours.

The first seconds, subtitles and the place name

• Hook in the first 1–3 seconds. Start with the problem or the result, for example "Bu fren balatası 2 mm kalmış" (this brake pad has only 2 mm left). Leave the logo for later. Meta reported that "46% of online purchase conversions with Reels now happen within the first 2 seconds"; this is about online shops, but it shows how fast people decide Meta, Mar 2026.
• Burned-in Turkish subtitles so the video works with the sound off. Keep them inside the safe zone (Section 05).
• Name the place on screen and in the text ("Ümraniye") so the right people stop scrolling.
• Seasonal ideas: winter tyres and winter checks (October–December), summer tyres and A/C service (March–May), checks before bayram trips. Do not call winter tyres "zorunlu" (mandatory) for private cars. For the 2026–27 season the requirement runs from 15 November 2026 to 15 April 2027 and covers commercial vehicles carrying passengers or goods on intercity roads. Governors can set different local dates, and there is no nationwide rule for private cars Milli Gazete, Sep 2026. These dates come from news reports; an official 2026–27 notice from the ministry or KGM was not checked for this guide.

Turkish ad copy for the winter check

These texts are written for the fictional Örnek Oto Servis. Replace [fiyat] with a real price. Rules: no wording about personal attributes (Section 12), every "ücretsiz" (free) or discount claim must be true, the first 125 characters must carry the message, headlines stay under 40 characters.

Primary text 1 (problem → solution)
Soğuk sabahlarda aracınız zor mu çalışıyor? Kış gelmeden akü, antifriz, fren, silecek ve lastik kontrolünü yaptırın. Ümraniye'deki servisimizde randevulu, sırasız. WhatsApp'tan yazın, size uygun saati ayarlayalım.

Primary text 2 (offer + deadline)
Kışa Hazırlık Bakım Kontrolü 30 Kasım'a kadar [fiyat] TL. 20 noktada kontrol, yazılı rapor, onayınız olmadan hiçbir işlem yapılmaz. Yerinizi WhatsApp'tan ayırtın.

Primary text 3 (trust, local)
Ümraniye'de 12 kişilik ekibimizle hizmetinizdeyiz. Kış öncesi kontrolde fiyatı baştan söylüyoruz. Sorunuzu WhatsApp'tan iletin, ustamız yanıtlasın.

Primary text 4 (short tip, for Reels)
Akünüz 4 yaşından büyükse kışın sizi yolda bırakabilir. Ücretsiz akü testi için WhatsApp'tan yazın. (Kış bakımı randevularında geçerlidir.)

Headlines (≤ 40 characters)
Kış Bakımı 30 Kasım'a Kadar
WhatsApp'tan Hızlı Randevu
Akü + Antifriz + Fren Kontrolü
Ümraniye'de Sırasız Kış Bakımı

Button (CTA): Send WhatsApp message
(Turkish label likely "WhatsApp Mesajı Gönder" — not confirmed)

Pre-filled customer message
Merhaba, kış bakım kontrolü için randevu almak istiyorum.

In English, roughly: "Does your car struggle to start on cold mornings? Get the battery, antifreeze, brakes, wipers and tyres checked before winter…"; "Winter-readiness check until 30 November…"; "Message us on WhatsApp". Likely Turkish labels of other buttons (Call now → "Hemen Ara", Get quote → "Teklif Al", Book now → "Hemen Rezervasyon Yap"), all not confirmed.

A one-page creative brief

A creative brief is a short plan you fill in before anyone films. It keeps each video on one message, so the advisor and the mechanic know what to say. Here is the brief for the fictional shop's winter-check Reel.

Advantage+ creative enhancements: check each one

When you build an ad, Meta can switch on automatic changes called Advantage+ creative enhancements. Meta applies them only to some people and placements, and it still shows your original version too. You can preview each one in the ad's Advantage+ creative section and switch it off one by one Jon Loomer, upd. Mar 2025. For a repair shop the rule is simple: keep what only changes the look, and switch off what can change your words, prices or the picture of a real car.

Frequency and ad fatigue

There is no official "ideal frequency" Jon Loomer glossary. In a 5–10 km radius it rises fast. A practitioner rule of thumb (not a Meta rule): if 7-day frequency is above about 3 and the link CTR is falling, prepare new ads, and plan about two new ads every 2–4 weeks in season.

Testing with a small budget

1. Start with two different ads in one ad set.

   Meta shifts spend toward the one that works. This is the simplest test.

2. Use the creative testing tool for new ideas.

   Since 2025 you can duplicate an existing ad to launch a structured test of up to 5 (possibly 10) new ads with an even budget split Jon Loomer, Dec 2025. The test uses part of the ad set's budget: Jon Loomer's example puts $20 of a $100 daily budget (20%) into the test, and he tests two to five new ads at a time. Let a test run about a week and spend enough to show a clear difference Jon Loomer, Jan 2026. For Örnek Oto Servis (example numbers) that is about 80 TL of the 400 TL daily budget. Test big differences, such as a testimonial against a mechanic video, not two similar headlines. Add new ads in one batch, not one each day.

3. Use an A/B test only for big questions.

   Ads Manager › select the campaign › A/B test (also under Experiments) compares two versions with split audiences, for example WhatsApp versus a lead form. With small local budgets, most tests will not reach statistical confidence.

4. Check every Advantage+ creative enhancement.

   Automatic text variations, cropping, translation and "Add Business AI" can be on by default. Use the table above: keep text changes only if they read naturally in Turkish; switch off anything that adds wrong claims, such as AI-written prices. "Flexible format" has replaced dynamic creative, and "Format selection" is moving to "Format display options" Jon Loomer, Mar 2026.

A Click-to-WhatsApp ad (CTWA) runs on Facebook or Instagram. Its button opens a WhatsApp chat with the shop, with a message already typed in. Chats suit questions and price talks, and you can count them by hand with labels. If the budget allows only one campaign, start with this one.

How the campaign is set up

The usual path is: objective Engagement (or Leads or Sales) › conversion location Messaging apps › WhatsApp › performance goal Maximize number of conversations Respond.io. You need a WhatsApp Business number linked to the Facebook Page (Section 01). Click-to-WhatsApp ads can also be created inside the WhatsApp Business app WhatsApp Business. Section 11 has every click.

Greeting, away message and quick replies

Set these in the WhatsApp Business app before the ad goes live. The greeting asks for the details the advisor needs, so the first human reply can already offer a time. Ask for make, model and year; this also filters out people who are "just asking prices".

Karşılama mesajı (greeting)
Merhaba, Örnek Oto Servis'e hoş geldiniz. Hızlı yardımcı olabilmemiz için aracınızın marka/model/yılını ve uygun olduğunuz günü yazar mısınız? Mesai saatlerimiz: Pzt–Cmt 08:00–19:00. Ekibimiz en kısa sürede size dönüş yapacak.

Uzakta mesajı (away message)
Merhaba, şu anda mesai saatleri dışındayız. Mesajınızı aldık, mesai başladığında size dönüş yapacağız. Mesai saatlerimiz: Pzt–Cmt 08:00–19:00, Pazar kapalı.

Hızlı yanıtlar (quick replies)
/fiyat   Kışa Hazırlık Bakım Kontrolü 30 Kasım'a kadar [fiyat] TL. 20 noktada kontrol ve yazılı rapor dahildir. Onayınız olmadan hiçbir işlem yapılmaz.
/adres   Adresimiz: [adres], Ümraniye / İstanbul. Konum: [harita bağlantısı]. Pzt–Cmt 08:00–19:00 arası açığız, Pazar kapalıyız.
/randevu Size uygun gün ve saati yazar mısınız? Örneğin: Salı 10:00. Randevunuzu hemen onaylayalım.

Etiketler (labels)
Yeni talep · Randevu verildi · Geldi/Ödedi · Fiyat sordu-gelmedi · Reklam – Instagram

In English: the greeting welcomes the customer and asks for make/model/year and a suitable day; the away message says the shop is closed and will reply in the next working hours; the quick replies give the price, the address and a booking prompt. Labels: new request, booked, came/paid, asked price-did not come, ad – Instagram. If the ad editor offers quick-reply questions, good options are "Fiyat nedir?" (what is the price?), "Hangi gün müsaitsiniz?" (which day are you free?) and "Lastik değişimi de yapıyor musunuz?" (do you also change tyres?).

Measuring message ads

• Messaging conversations started — new chats that Meta credits to the ad. Meta counts a conversation as "started" after a period of inactivity; 7 days is often cited, but the exact definition is not confirmed Respond.io. Add the column "Cost per messaging conversation started" too.
• Bookings and jobs — only your labels and sheet show them. Copy the label counts into your tracking sheet every week.
• Sending bookings back (advanced) — when someone taps a Click-to-WhatsApp ad, Meta creates a click ID for that chat called ctwa_clid WATI, Aug 2026. With the WhatsApp Business Platform, a provider can keep that ID and later send a "lead" or "purchase" event for the same chat to Meta through the Conversions API for business messaging Meta for Developers. Meta then learns which chats became customers, not only which chats started. The free WhatsApp Business app cannot do this.
• The free 72-hour window — on the Business Platform, a chat that starts from a Click-to-WhatsApp ad is a "free entry point": messages in the 72-hour window that opens are not charged WATI, Aug 2026 YCloud, Jul 2025. Reply fast and confirm the booking inside that window.
• Instagram Direct and Messenger — the same kind of ad can open a chat in Instagram messages or Messenger instead. Offering several destinations and letting Meta pick may be possible; this UI detail is not confirmed.

Call ads: status in Türkiye

Call ads use the Leads objective (also Traffic or Sales) with the conversion location Calls and your business number. Options are a direct call or a callback request through Messenger. Metrics include calls placed, 20-second calls and 60-second calls, and Meta warns that call counts are estimates. They show on mobile only: Facebook Feed, Marketplace, Reels, video feeds, Instagram Feed and Stories Meta Social Media Examiner, Nov 2022. Meta's page loaded in Turkish for a Turkish visitor, which suggests the feature is offered, but availability in a Turkish ad account is not confirmed. Check whether "Calls" appears as a conversion location. The Turkish button is likely "Hemen Ara" (not confirmed).

A lead ad opens a form inside Facebook or Instagram, already filled with the person's profile details such as name and phone. People do not need to visit your website. This suits bookings such as a winter tyre change, where the shop needs a name, a phone number and a preferred time.

Form types and settings

Question types include multiple choice, short answer, conditional, appointment request and slider. A third-party guide says a form can hold up to 15 custom questions and that Meta keeps submitted leads for 90 days, so download or sync them regularly PPC Hero, Jun 2024. Every extra question means fewer leads but better ones; two to four multiple-choice questions are a good balance. A privacy policy link is required. The ending screen can offer "Call business", "Go to website", "View file" or "Redeem promo code". Lead sharing can be "Restricted" (default) or "Open" Jon Loomer, upd. Mar 2025. Quality tools added in 2025: turn off autofill, SMS phone verification, chat with new leads on Messenger or WhatsApp, lead delivery by e-mail, and a "Website and instant forms" conversion location Jon Loomer, Dec 2025 Social Media Today, Oct 2025. These may not appear in every account.

A Turkish form for winter tyres

Form name: 2026-10 Kış Lastiği Randevu   ·   Type: Higher intent

Primary text (ad)
Kış lastiği sırası uzamadan randevunuzu alın. Değişim, balans ve lastik oteli (yaz lastiklerinizi biz saklıyoruz) tek yerde. Formu 30 saniyede doldurun, sizi arayıp saat verelim.

Headlines: Kış Lastiği: Sırasız Randevu · Lastik Oteli Dahil Paketler

Intro headline: Kış Lastiği Randevunuzu Ayırtın
• Randevulu, sırasız işlem
• Lastik oteli: sezon boyunca saklama
• Balans ve hava basıncı kontrolü dahil

Questions
1. Aracınızın marka ve modeli? (short answer)
2. Lastik ebadınızı biliyor musunuz? (Evet, yazacağım / Hayır, siz bakın)
3. Lastik oteli (saklama) ister misiniz? (Evet / Hayır / Bilgi almak istiyorum)
4. Size ne zaman ulaşalım? (Bugün / Yarın sabah / Yarın öğleden sonra)
Contact: Ad Soyad, Telefon (SMS verification if available)

Privacy line
Bilgileriniz yalnızca randevu oluşturmak için kullanılır. KVKK Aydınlatma Metni: [bağlantı]

Ending screen (+ Call business button)
Teşekkürler. Mesai saatlerinde 30 dakika içinde sizi arayacağız. Beklemek istemezseniz hemen arayın.

In English: "Book before the winter tyre queue grows. Change, balancing and tyre storage in one place. Fill in the form in 30 seconds and we will call you with a time." Questions ask for make and model, tyre size, whether they want storage (lastik oteli, literally "tyre hotel") and when to call. The privacy line says the data is used only to make the appointment and links the KVKK notice.

Getting leads out fast

1. Choose how leads reach you.

   Leads are stored in Meta for download, for example in Business Suite › All tools › Instant forms or Leads Center (the menu path may differ). Set up lead delivery by e-mail or a CRM link where available.

2. Test the form before spending.

   Submit a real test lead and delete it, or use Meta's lead ads testing tool (tool name from general knowledge, not verified).

3. Call within minutes.

   "The most important period after collecting a lead is the first few minutes" Jon Loomer, Dec 2025. In a US survey, 75% of people searching for a local business decided within 30 minutes BrightLocal, 2026.

The budget decides how many results Meta can find each week and how much you learn in a 14-day test. Set it from your own numbers: what a new customer is worth to you and how many chats it takes to win one. Online benchmarks for Türkiye are weak (see below), so your first two weeks become your real benchmark.

From monthly plan to daily budget

1. Start from the test budget.

   Example numbers for Örnek Oto Servis: 30,000 TL per month for all ads, 40% for Meta = 12,000 TL per month ≈ 400 TL per day. If the budget allows only one campaign, run Click-to-WhatsApp first.

2. Check Meta's minimum.

   Meta enforces a minimum daily budget that depends on currency and goal and shows it in the UI. Third-party guides cite about $1 per day for impression goals and about $5 per day for click or conversion goals Stackmatix, 2026 Tryvizup, 2026. The exact TRY minimums are not confirmed; Ads Manager warns you if you are below them.

3. Do the learning-phase math.

   Weekly budget ÷ 50 = the highest cost per result that still allows about 50 results a week (Section 03).

4. Work out what you can afford.

   Divide your target cost per paying customer by the number of chats or leads it takes to win one.

5. Add fees and taxes.

   Plan about +21% for the 5% location fee and 15% stopaj (Section 01). Confirm with your accountant.

All example numbers. Örnek Oto Servis's average job is 8,000 TL at 40% gross margin, so one first job leaves 3,200 TL gross profit, which is the break-even cost per new customer. The target is ≤ 1,500 TL per new paying customer. The booking and show-up rates are planning assumptions, not market data. If the winter check itself is a smaller job, for example 3,500 TL at 40% (1,400 TL gross profit), the break-even per chat falls to 1,400 ÷ 5 = 280 TL. Customers who come back for oil changes and tyres every season are worth more than one job.

Budget calculator

CPM is the cost per 1,000 impressions. The default CPM, CTR and rates are illustrative, not market data. Replace them with your own numbers after the first week. Cash cost uses the logic from Section 01 (spend × 1.05 location fee, then 15% stopaj on the invoice); KDV-2 is assumed to be deducted. Your accountant decides the stopaj base. The cost boxes use ad spend only; the text under the boxes adds the fee and stopaj.

Benchmarks: use with care

For Türkiye, a Turkish agency estimates CPM at "ortalama 40–90 TL" and CPC at "1,50–8 TL", up to "15–20 TL" in competitive sectors; these are unsourced agency estimates Bossy Digital, Jun 2026. Another site gives a CPM of about $0.89 and CPC of about $0.10 with no date or method ADCostly, undated. No reliable Turkish cost per WhatsApp conversation or cost per lead for auto repair was found.

Meta's "results" column stops at the chat, the lead or the website action. Use Meta's numbers to steer the ads, and your own records of bookings and paid jobs to judge the money. This section covers the Meta side; the Tracking & Analytics guide covers the full setup.

Pixel, Conversions API and Events Manager

• Events for a repair shop: Contact (a person starts contact by phone, chat and so on), Lead (a sign-up or form is completed), Schedule (a person books an appointment) and FindLocation Meta Pixel reference.
• Simple CAPI setup: in April 2026 Meta announced a free, one-click "Meta-enabled" Conversions API setup. Meta also says Pixel + CAPI users saw "an average 17.8% lower cost per result" (Meta's own claim) Meta, Apr 2026.
• Events Manager tools: Test events (check that each event fires once), Event Match Quality (a score for how well server events match people; its scale was not verified), the no-code Event Setup Tool, and since September 2026 an AI-based "Automatic Events" option; review what it creates Jon Loomer, Sep 2026.
• Domain verification (business portfolio Settings › Brand safety › Domains) proves you own the website and controls who can edit link previews in ads Meta for Developers.
• Old tutorials, two outdated steps: you no longer need to rank 8 events under Aggregated Event Measurement (Meta's system for iPhone users who opt out of tracking). Meta dropped that setup in 2023 and the tab disappeared from Events Manager Jon Loomer, May 2023 Jon Loomer, Jun 2023. And the separate Offline Conversions API was discontinued on 14 May 2025; offline results such as paid jobs now go through the normal Conversions API Meta for Developers Aimerce, Apr 2025. Uploading customers' phone numbers for this is a KVKK question (Section 04).

Attribution in 2026

• March 2026: click-through attribution now counts link clicks only. Likes, saves and shares moved to engage-through attribution (formerly engaged-view), and the video threshold dropped from 10 to 5 seconds Meta, Mar 2026 Jon Loomer, Mar 2026.
• January 2026, sources conflict: the 7-day view and 28-day view windows were removed on 12 January 2026. PPC Land describes this as a change to the Ads Insights API PPC Land, Oct 2025; Dataslayer says Ads Manager was affected too Dataslayer, 2026. Check the attribution setting column in your own account.
• Extra layers: an attribution model (Standard or Incremental, launched 2025) and a conversion count (All or First conversion) Jon Loomer, Mar 2026.

Ads Manager metrics in plain words

There is no official "good" hook or hold rate. Compare your ads with each other and with your own earlier weeks.

What to do when…

Compare the last 7 days with the 7 days before, never one day with another. Then find your situation in the table and fix the first likely cause before you touch anything else.

Columns and breakdowns

1. Save a column preset.

   Columns › Customize columns, then save as a preset, for example "Yerel servis raporu" (local service report): delivery, results, cost per result, amount spent, reach, impressions, frequency, CPM, link clicks, CTR (link), CPC (cost per link click), messaging conversations started, cost per messaging conversation started, leads, cost per lead, landing page views.

2. Use breakdowns.

   Breakdown › By Delivery: age, gender, placement and region (to spot delivery outside your area). By Time › Day for daily trends Jon Loomer, Mar 2025.

3. Add UTMs to website ads.

   For example utm_source=facebook&utm_medium=paid_social&utm_campaign=kis_bakimi_2026_11. Without them, paid Meta clicks often show up as organic social in GA4. Put the tags in the ad's URL parameters field under Destination, not in the website URL. Meta can fill some values in for you with dynamic parameters: {{campaign.id}}, {{campaign.name}}, {{adset.id}}, {{adset.name}}, {{ad.id}}, {{ad.name}}, {{placement}} and {{site_source_name}} Terminus, upd. Sep 2026. {{site_source_name}} becomes fb, ig, msg or an (Audience Network) Craftshift, Jul 2026. To keep one naming style across the course, write source, medium and campaign yourself and let Meta fill only the ad name and campaign ID:

   utm_source=facebook&utm_medium=paid_social&utm_campaign=kis_bakimi_2026_11&utm_content={{ad.name}}&utm_id={{campaign.id}}

   Copy

   Then name each ad in the same lowercase, underscore style, for example video_usta_a or gorsel_teklif_b, so the report stays readable. One ad usually runs on both Facebook and Instagram, so a fixed utm_source cannot split them. If you need that split, use utm_source={{site_source_name}} instead and remember that GA4 will then show fb and ig.

Why Meta and GA4 disagree

• Meta counts conversions inside its windows, including people who only saw the ad. GA4 counts sessions and uses its own attribution, so view-through conversions never appear as Meta in GA4 Dataslayer, Apr 2026.
• Someone can tap the ad, leave, and come back directly three days later. GA4 may credit "direct"; Meta credits the ad.
• In-app browsers, cookie banners and ad blockers cut GA4 data.
• Since March 2026 Meta's "click-through" is closer to GA4, but a gap always remains. Judge success by bookings in your own records.

This is the full build for the fictional shop around Ümraniye. Menu names are as reported in 2025–2026; Turkish labels in brackets are likely translations and not confirmed, except Potansiyel Müşteriler. If a label is missing in your account, look for the closest match.

(a) Click-to-WhatsApp: "Kışa Hazırlık Bakım Kontrolü – 30 Kasım'a kadar"

1. Create.

   Ads Manager › + Create (Oluştur).

2. Objective.

   Engagement (Etkileşim). Leads with Messaging apps is an alternative later, once you can send back qualified-lead signals.

3. Campaign settings.

   Name: 2026-10 | CTWA | Kış Bakımı | 8km. Special ad categories: leave empty; car repair is not one of them (Section 12). Budget: Advantage+ campaign budget or an ad set budget (the same with one ad set). Daily budget 400 TL (example).

4. Conversion location and goal.

   Ad set › Messaging apps (Mesajlaşma uygulamaları) › WhatsApp, choose the linked number. Performance goal: Maximize number of conversations. Page: your Page.

5. Location.

   Remove "Türkiye", search the shop address or use Drop pin, set radius 8 km. If you choose a district instead, untick Reach more people likely to respond.

6. Audience and placements.

   Minimum age 18; maximum age and gender open. Advantage+ audience on, no interests. Advantage+ placements.

7. Schedule.

   Start date; end date 30 November, or no end date with a daily budget. If chats can be answered only in working hours, use a lifetime budget with ad scheduling.

8. Ads.

   Create two ads: a 9:16 Reel and a 4:5 image. Identity: Page + Instagram account. Up to 5 primary texts and 5 headlines (Section 06). Button: Send WhatsApp message. Use "Format display options" if shown.

9. Message template.

   Pre-filled text: "Merhaba, kış bakım kontrolü için randevu almak istiyorum." Add quick-reply questions if the editor offers them.

10. Check and publish.

    Review every Advantage+ creative enhancement; switch off AI-written prices and "Add Business AI" unless tested. Preview Feed, Stories and Reels and check the safe zones. Ad review usually takes minutes up to about a day (typical; not verified).

(b) Lead form: "Kış Lastiği Değişimi + Lastik Oteli"

1. Objective.

   + Create › Leads (Potansiyel Müşteriler). Advantage+ is on by default for budget, audience and placements Jon Loomer, Feb 2025.

2. Conversion location and goal.

   Instant forms (Anında formlar). Alternatives if shown: "Website and instant forms" or "Instant forms and Messenger/WhatsApp". Goal: Maximize number of leads; later, once a CRM sends back "qualified" status, consider conversion leads.

3. Audience.

   Same pin, radius and minimum age as (a). Advantage+ audience on.

4. Ad.

   4:5 image or 9:16 video; button Book now, Get quote or Sign up (Turkish labels not confirmed).

5. Form.

   Destination › Create form: name "2026-10 Kış Lastiği Randevu", type Higher intent, intro, 2–3 questions plus name and phone, SMS verification if available, privacy policy link to the KVKK notice, ending screen with Call business. Copy from Section 08.

6. Delivery and test.

   Set lead delivery by e-mail or CRM, submit a test lead, then delete it.

What to check on day 7 and day 14

About budget raises: practitioner guides count a large budget change among the edits that can send an ad set back into learning. No official "safe" percentage from Meta was found for this guide, so the 20–30% steps above are a habit, not a rule. For a big seasonal jump, some advertisers copy the ad set at the higher budget instead of editing the one that works.

The weekly routine (30–45 minutes, same day each week)

1. Business results first (10 min).

   From the WhatsApp labels, the lead sheet and the "Bizi nereden duydunuz?" log: chats and leads → bookings → cars that came in → revenue. Work out cost per booking and cost per paying customer, including the location fee and stopaj.

2. Ads Manager check (10 min).

   Last 7 days against the 7 days before: cost per result, link CTR, CPM, frequency and the delivery status (Active, Learning, Learning limited).

3. Creative check (10 min).

   Rank ads by cost per result and hook rate (Section 10). Switch off clear losers. If frequency rises or CTR falls, add one or two new ads in one batch.

4. Breakdowns (5 min).

   Placement, region, age and time of day. Act only on big differences that last for weeks.

5. Budget decision (5 min).

   Write it down: keep, raise in a step, or fix follow-up and creative first. Use the "What to do when…" table in Section 10.

6. Once a month.

   Send invoices to the accountant (location fee, KDV-2, stopaj), refresh the offer, check Account Quality, and read Opportunity Score suggestions critically.

Before you publish

Your ticks are saved in this browser.

• 2FA is on for every admin, and the business portfolio has at least two admins.
• Ad account in TRY with time zone Europe/Istanbul; VKN and legal address in billing.
• Instagram and the WhatsApp Business number are linked to the Facebook Page.
• WhatsApp Business profile complete: hours, address, greeting, away message, quick replies, labels.
• Pixel installed, Lead and Contact events tested in Test events; KVKK privacy notice and cookie banner live.
• Pin on the shop, radius set, location expansion unticked if you chose a city or district.
• Two ads ready: a 9:16 Reel with Turkish subtitles and a 4:5 image, text inside the safe zones.
• Every price, "ücretsiz" claim and deadline in the copy is real and will be honoured.
• Advantage+ creative enhancements reviewed and Turkish AI text read; Business AI off unless tested.
• Lead form: Higher intent, privacy link, SMS verification if available, test lead sent and deleted.
• Staff rule agreed: WhatsApp answered within 15 minutes and form leads called within 30 minutes in working hours.
• Tracking sheet ready: date, source, name, car, service, booked?, came?, revenue.
• Budget plan includes the 5% location fee and stopaj, checked with the accountant.

When boosting is fine

Boost turns an existing post into an ad with simple goals (for example messages, website visits, engagement or calls) and simple audiences such as people near your business. The exact list of boost goals was not verified. Boosted posts also appear in Ads Manager, so you can report on them there.

Ad policies a repair shop meets

Special ad categories

A special ad category is a label you must choose when creating a campaign for certain sensitive topics. It restricts some targeting options. Meta's categories are credit / financial products and services, employment, housing, and social issues, elections or politics Meta for Developers.

• Car repair, tyres and maintenance are not a special category. Leave the box empty.
• Credit or instalment offers: the declaration for credit, employment and housing ads is documented as mandatory for ads reaching the United States (since 4 December 2019), Canada (since 3 December 2020) and Europe (since 7 December 2021). Türkiye is not named. An ad that mainly promotes the service with "kredi kartına 6 taksit" is still a repair ad, but if you promote a loan or financing product, check the category in Ads Manager.
• Hiring ads in Türkiye: a Turkish "usta aranıyor" ad aimed at people in Türkiye is not documented as needing the employment category. If Ads Manager asks you to declare it, follow the prompt.

Keep the account safe

1. Turn on 2FA for every admin.

   Settings › Accounts Center › Password and security › Two-factor authentication.

2. Verify the business.

   In Settings › Business info or Security Center, verify with official documents (for example vergi levhası, tax certificate, or Ticaret Sicil Gazetesi, trade registry gazette) and a matching website and phone. The document list was not verified.

3. Reduce risk.

   At least two admins, a payment method in the company name, no logins from random devices or shared VPNs, and fix rejected ads carefully before resubmitting (practitioner advice; Meta's thresholds are not public). Do not connect unofficial AI or automation tools to the ad account: accounts were shut down after this in March 2026 Jon Loomer, Mar 2026.

4. If something is restricted, go to Account Quality.

   facebook.com/accountquality shows policy problems and lets you request a review Meta.

Meta One (September 2026) is a paid business plan that brings in Meta Verified: Essential at $14.99 per month per profile includes the verified badge and impersonation protection; Advanced at $49.99 adds one human support case per month Jon Loomer, Sep 2026 Meta, Sep 2026. You do not need it to run ads. Availability and TRY pricing in Türkiye were not verified.

Study Turkish competitors in the Meta Ad Library

1. Open the library.

   Go to facebook.com/ads/library; no login is needed for browsing.

2. Search.

   Country: Türkiye. Ad category: All ads. Search a keyword such as oto servis (car service), kış lastiği (winter tyres), rot balans (alignment and balancing), periyodik bakım (scheduled maintenance), lastik oteli (tyre storage) or triger seti (timing belt kit), or a competitor's Page name. From a Page you can also open Page transparency › Go to Ad Library.

3. Filter.

   Language, platform, media type, active status and dates Jon Loomer, upd. Mar 2025.

4. Read what is shown.

   For normal ads outside the EU you mainly see the ad, its start date, platforms and number of versions. Spend, reach and targeting are shown only for ads delivered in the EU and for political ads.

5. Take notes, not copies.

   Ads that have run for many weeks are probably working. Note offers, formats (Reel or image), buttons (WhatsApp, form, call) and timing. Do not copy creatives or brand assets.

The one Turkish automotive case: Mercedes-Benz Türkiye

Mercedes-Benz Türkiye and its agency OMD ran lead ads with photo creatives of vehicle promotions and a "Get offer"-type button that opened a pre-filled instant form. They compared Advantage+ leads campaigns (automatic budget, audience and placements) with their usual manual setup. The audience was adults aged 25–60 in Türkiye, website visitors who had not completed forms, and lookalikes. The page shows no date. This is a big brand with an agency; the lesson a shop can take is that lead ads with Advantage+ beat the manual setup in their test. No Meta case study for a Turkish independent repair shop was found.

Other documented examples

Twelve common beginner mistakes

• Boosting random posts instead of running a campaign with a clear goal.
• Choosing Traffic or post engagement when you want bookings: cheap clicks and likes, few customers Jon Loomer, Feb 2026.
• Too many campaigns and ad sets for a small budget, so each one stays in learning.
• Over-targeting with interests, narrow age or gender, or removed placements; these are mostly suggestions now and restrictions usually raise costs Jon Loomer, Mar 2026.
• Leaving "Reach more people likely to respond" ticked for a city, then getting leads from other cities.
• Slow replies to WhatsApp chats and form leads.
• Judging by Meta's numbers only; conversations and leads are not customers.
• Editing every day; wait about 7 days between big decisions.
• Comparing data across the January and March 2026 attribution changes; set a new baseline from mid-March 2026 Dataslayer, Apr 2026.
• Forgetting KDV-2, stopaj and the 5% location fee in the budget.
• Accepting AI enhancements blindly without reading the Turkish output.
• Connecting unofficial AI or automation tools to the ad account Jon Loomer, Mar 2026.

Ad set

The middle level of a campaign: conversion location, performance goal, audience, placements, budget and schedule.

Advantage+

Meta's AI automation: Advantage+ audience, placements, campaign budget and creative enhancements.

Attribution window

How long after a link click, engagement or view a conversion can be credited to an ad. 2026 default for website conversions: 7-day click, 1-day engage-through, 1-day view.

Auction / total value

Meta picks the ad with the highest total value, based on bid, estimated action rate and ad quality.

Business portfolio

The container that owns Page, Instagram, ad account, WhatsApp account, Pixel and people (formerly Business Manager).

Click-to-WhatsApp (CTWA)

An ad on Facebook or Instagram whose button opens a WhatsApp chat with a pre-filled message.

Conversion location

Where the result happens: messaging apps, instant form, website, calls.

Conversions API (CAPI)

Server-to-server sending of events to Meta, used with the Pixel and deduplicated with event_id.

CPM

Cost per 1,000 impressions: spend ÷ impressions × 1,000.

CTR (link)

Link clicks ÷ impressions.

Custom audience

People who already know you: site visitors, engagers, chat contacts, customer lists.

Dynamic URL parameters

Placeholders such as {{ad.name}} or {{campaign.id}} that Meta fills in when someone clicks, used in UTM tags.

Engage-through attribution

Credit within 1 day after a like, save, share or 5-second video view (formerly engaged-view, renamed March 2026).

Events Manager

Where Pixel and CAPI data arrive, with Test events and match-quality scores.

Frequency

Impressions ÷ reach: how often the average person saw the ad.

Hook rate / hold rate

3-second video plays ÷ impressions / ThruPlays ÷ 3-second plays. Industry conventions, not official Meta metrics.

Instant form

A lead form that opens inside Facebook or Instagram, pre-filled from the profile.

KDV-2

The VAT return on which a Turkish company declares 20% VAT on foreign ad invoices and then deducts it.

Learning phase

Meta's testing period after launch or a big edit; rule of thumb about 50 optimization events per ad set in 7 days. "Learning limited" means fewer.

Location fee

A separate invoice line Meta adds based on where viewers are: 5% for Türkiye (start date 1 July 2026 per a Turkish agency).

Lookalike audience

People similar to a source audience; mostly a suggestion in 2026.

Messaging conversations started

New chats Meta credits to an ad; exact definition not confirmed.

Performance goal

The result Meta tries to get the most of, for example "Maximize number of conversations".

Pixel

Code on your website that reports visits and actions (events) to Meta.

Placement

A spot where an ad appears, such as Instagram Reels or the Facebook Feed.

Reach / impressions

Unique people who saw the ad / total times it was shown.

Special ad category

A label for credit, employment, housing or social-issue and political ads that restricts some targeting. Car repair is not one.

Stopaj

15% Turkish withholding tax on payments abroad for internet advertising; a real extra cost. Confirm the base with your accountant.

Value rules

Rules that raise or lower bids for certain ages, locations, placements and more, instead of excluding them.

Not confirmed (as of October 2026)

• Exact TRY minimum daily budgets. (The pin radius of 1–80 km comes from Meta's API documentation; check it in Ads Manager.)
• An official 2026–27 winter-tyre notice from the ministry or KGM (dates in this guide come from news reports).
• Whether call ads, WhatsApp Status ads and Threads ads are available to advertisers in Türkiye.
• Exact Turkish UI labels for objectives, conversion locations, goals and buttons (only Potansiyel Müşteriler for Leads is confirmed).
• Location fee details from Meta's own help page, and whether stopaj applies to the fee line (ask your accountant).
• The exact definition of "messaging conversations started", and whether the January 2026 removal of view windows affected Ads Manager or only the API.
• KVKK treatment of hashed customer-list uploads, and whether consent for promotional WhatsApp messages must be registered in İYS (ask a lawyer).
• Turkish cost benchmarks for repair-shop chats and leads, case studies of independent repair shops, and Meta One availability in Türkiye.

Main sources

Each section ends with its own source list. The core sources are Meta's news pages, success stories and Transparency Center policies; Jon Loomer's 2025–2026 guides; PPC Land, Social Media Today and Dataslayer for platform changes; WordStream for US benchmarks; Dijitarya, İstanbul Mali Müşavirlik, Muhasebe News and Bossy Digital for Turkish billing and taxes; the KVKK law text and cookie guide; and DataReportal, StatCounter and TÜİK (via DHA) for Türkiye usage data. All were checked in October 2026.